There is no denying that social media presents a significant opportunity for retailers. Connecting your customers simultaneously to each other and to your brand is a potentially a powerful marketing strategy.

However, any e-commerce/cross-channel marketing strategy, particularly those that encompass social media, should be both:

Solutions Spotlight

The responsibilities of the retail CIO can essentially be boiled down to four major roles: Business Transformer, Customer Expert and Advocate, Technology Visionary and Culture Warrior. In this e-book, Oracle chief communications officer Bob Evans examines how great retail CIOs rise to challenges of fulfilling each role, even as they inevitably gravitate toward one role over the others.